Bum wiping and high fashion are fairly strange bedfellows. But Kleenex’s Paper Dresses campaign has been mixing the two surprisingly well since it launched in 2009. And the final cog in this year’s nine-month campaign, which upped the ante thanks to a collaborative effort between Ogilvy, Kimberly-Clark and TVNZ, has come out on top of the September round of Colmar Brunton’s Ad Impact Award.
Browsing: Paper Dresses
Kleenex’s Paper Dresses campaign has been plodding along nicely since 2009, showing just how dextrous Kiwi fashion students can be with masses of toilet paper. This years campaign, however, has upped the ante with a concerted effort to bring the promotion further into the mainstream, thanks to a collaborative effort between Ogilvy, Kimberly-Clark and TVNZ that seeks to directly engage, and interact with, the public over the course of nine months.